Vertical Cooperative Advertising in Supply Chain Management A Game-Theoretic Analysis /

• Main Author: Aust, Gerhard (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Series: Contributions to Management Science,
• Subjects: Business.; Marketing.; Production management.; Operations research.; Decision making.; Game theory.; Management science.; Economic theory.; Business and Management.; Operations Management.; Economic Theory/Quantitative Economics/Mathematical Methods.; Operations Research, Management Science.; Operation Research/Decision Theory.; Game Theory, Economics, Social and Behav. Sciences.

In this book methods from Operations Research and Game Theory are used to determine companies’ profit-maximizing strategies related to pricing and (cooperative) advertising. It considers different supply chain structures as well as various distributions of power, making it possible to analyze both i...

Table of Contents:

• Introduction
• Fundamentals
• Cooperative advertising models in supply chain management
• Vertical cooperative advertising and pricing decisions in a manufacturer-retailer supply chain
• Game theoretic analysis of pricing and vertical cooperative advertising of a retailer-duopoly with a common manufacturer
• A manufacturer-retailer supply chain with fuzzy customer demand
• Resumé.